RE: RNS7 Dec 2023 19:35
Koti69/jchaplin -
Based on Guild's Aug 2021 RNS ("One Million Owned Audience"), they defined "owned" as follows:
"...an aggregate 'owned-audience' of more than one million across all social channels ... The owned audience figure covers the total number of Guild's fans who actively subscribe to or consume content produced directly by the Company. As of August 6th, 2021, the owned audience amounted to 1,013,305 across Facebook, Twitter, Instagram, YouTube, Tik Tok, Twitch, LinkedIn and CRM. This compares with 160,000 followers as at 31 March 2021, representing an increase of approximately 533% over the past five months, making Guild one of the fastest growing esports organisations in the world. At the time of the Company's IPO on 2nd October 2020, the audience was 47,320."
https://www.lse.co.uk/rns/GILD/one-million-owned-audience-milestone-rpy06oap777o4vk.html
In the same RNS, they also acknowledge their "network audience" as follows:
"The Company has also seen strong growth in its overall "network audience" which currently totals 16,032,546 million, up from approximately 8 million followers as at 31 March 2021. The network audience covers the Guild followers reached through the combined platforms of Guild's pro players and content creators. These figures exclude followers reached through David Beckham, the Company's brand ambassador and shareholder, whose social media following is in excess of 125 million."
As you can see, the Owned Audience excludes both David Beckham and the audience of their Players/Creators.
So again, let's do the math with their publicly available "Owned" channels as of 7 Dec 2023:
Youtube = 32.9K
Instagram = 58.3K
Twitter/X = 121.8K
Twitch = 25.3K
Facebook = 743K
LinkedIn = 9K
Tiktok = 94K
GRAND TOTAL = 1,084,300
Terrifyingly, that's only a + 70,995 increase since that glowing Aug'21 RNS:
"As of August 6th, 2021, the owned audience amounted to 1,013,305 across Facebook, Twitter, Instagram, YouTube, Tik Tok, Twitch, LinkedIn and CRM."
This is all information hiding in plain sight, and all of the IR focus has been on revenue (as it should be), but nobody has been bothering to track their social media figures/claims.
If you go all the way back to Guild's Prospectus (Oct'20), it's laid out here:
"As at 9 September 2020 the Company has 15,350 registered fans who have signed up to its membership fan club. The Company expects to have around 1,000,000 registered fans, and a global audience (individuals who have watched one or more of the Company’s teams in competition on at least one occasion) of around 10,000,000, by the end of the first twelve months following launch."
https://static1.squarespace.com/static/619bb5e77784bc48f0fd2841/t/62165c26e1181e0ace60f0be/1645632555502/prospectus.pdf
Based on Guild's projections, I would estimate their Year 2 Owned Audience target would be 1.8M-2.5M and their Year 3 Owned Audience target at 3-4M. But here we are, still sitting at 1,084,
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